This one error will make your ROAS calculations wildly wrong. And AMC won't warn
By Anthony Nguyen 🟢 · June 15, 2026 · Curated by George's Blog
This one error will make your ROAS calculations wildly wrong. And AMC won't warn you.
Sponsored Ads spend in AMC is stored in microcents. You divide by 100,000,000 to get dollars. One hundred million.
DSP total_cost is stored in millicents. Divide by 100,000 to get dollars. One hundred thousand.
The amazon_attributed_events tables have MIXED units depending on the ad type within the same table. Same table. Different units. No label.
If you're building a blended ROAS query across SP, SB, SD, and DSP, and you apply one divisor to all spend fields, your numbers will be off by a factor of 1,000. In one direction, DSP looks insanely efficient. In the other, it looks like you're lighting money on fire.
The fix is straightforward: use a CASE statement on ad_product_type. When it's NULL (DSP records), divide by 100,000. For all sponsored ad types, divide by 100,000,000.
I've seen dashboards built by expensive agencies reporting 47x DSP ROAS. The client was thrilled. The math was just wrong.
Always validate your AMC spend output against the Ads Console for one known campaign before trusting any new query. This is non-negotiable.
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